Effort: "Official Major League Players Choice" promotion.
Agency: Lifestyle Marketing Group and Dentsu USA, both New York.
Twist: Exploiting an opportunity provided by the Major League Baseball Players Association, Fuji inked a deal to become the official "Players Choice" for film and cameras, including hosting on-site events and "Fujifilm Fan Days" in several cities this year. Fuji also developed a promotion allowing fans to get authentic baseballs autographed by top players in exchange for buying Fujifilm products.
Vital statistics: Consumers must accumulate proofs-of-purchase totaling 20 points to get a baseball signed by one of eight players; consumers can indicate a first and second choice while supplies last. All participants are automatically entered in a sweepstakes to win one of five baseballs signed by Chicago Cubs star Sammy Sosa. The promotion, backed by point-of-purchase